EuroDiversity by unknow

Author:unknow
Language: eng
Format: epub
Publisher: Taylor & Francis Group
Published: 2022-04-01T00:00:00+00:00

The latter two were mentioned by only a third of the participants, and the examples they gave appeared to be a little weak.

In advertising and sales, some companies are incorporating visibly diverse groups of people for their advertising campaigns to reflect the diversity of their markets. Some use different languages and some target specific market segments that tend to be excluded in “mainstream marketing”. Only one cited the practice of employing a diverse sales staff to relate better to a diverse customer base. Given the aggressive competition most participant organizations are facing, the low level of diversity activity on the market front is curious.

Before making too strong a judgment about this, it is important to note that our finding does not tell us that marketers are not taking diversity into account in their work. They might be basing their choices on professional market knowledge, separately from any diversity function or initiative. We suspect, however, that linking it to diversity could enhance the impact of such marketing. Due to past discrimination, minorities are reluctant to be exploited as “cash cows”. This negative feeling grows if it is not clear that the company marketing to them manages its workforce fairly and inclusively. Marketing to minorities in a diversity context helps to avoid this perception and turns the activity into an act of “valuing customer diversity.”

Very few respondents gave examples of how they were actively integrating diversity into the key areas of marketing, market segmentation, and product development. Besides a few vague statements about “considering the whole market,” only two participants mentioned marketing to special groups. This mainly referred to women or gay men and lesbians. Obviously, this lack of basic diversity marketing considerations explains the lack of related advertising or customer care activities. But again, it may be assumed that the marketing planning and strategy specialists do acknowledge trends and changes in their markets without explicitly relating them to diversity concerns.

More concrete cooperation of diversity and marketing specialists would provide both sides with value-added. Marketers will receive fresh ideas; seeing through the diversity lens may refresh their “traditional concepts”. Diversity specialists will see how their issues can be used to generate additional revenues for the company, and they can learn better to include business aspects in their work. In addition, diversity experts would receive some more “education” in marketing, which they could apply to their diversity initiatives.

Overall, the minimal involvement of diversity specialists in marketing matters points to one of the biggest potentials for improvement. Diverse market segments are not only further developed in Europe than the United States, but they also remain largely untapped; there is a significant gap between what companies say about marketing and diversity and what they actually do. We can rightly ask:

Why do companies say they want to mirror the diversity of their markets internally if they are not going to actively employ advantage?

Why do companies. expect diversity to enhance their customer intimacy if they are not prepared to work concretely on that issue?

We believe that complexity

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